Essay Questions for Marketing
Q.1: The Diffusion of Innovation Curve
The diffusion of innovation curve refers to a curve which is used to explain why, how and the rate at which technology and ideas spread from one region to another. The curve is defined by the diffusion of innovation theory. The idea of the diffusion of innovation was coined by Professor Everett Rogers who was teaching the communication studies in the year 1962. Professor through his book "The diffusion of innovations" explains that diffusion of innovation refers to the condition in which the innovations is passed from one community to the other and to the participants who are found in a social system (Rogers 57). Rogers used the curve to demonstrate that a new idea is
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Rogers through the curve explained that as a new technology or idea gets into the market, few people adopt it, but as time goes by, it becomes widely spread and thus many people start to realize the value of that technology or idea. The diffusion of innovations curve explains that as the idea, product, practice diffuses in the society, it will be a point when it is considered a saturated point. Rogers through the "diffusion innovation" theory categorized the idea or the technology adopters as the early adopters who becomes the first ones to adopt a new idea. They are few and fear that the idea might not work as expected. Another category of the adopters is the early majority. It refers to the second classes of adopters who have become many at this point and ready to adopt and use the idea or technology. Furthermore, the late majority follow the early majority. The number is also big but the idea has already become old in the society and is becoming saturated (Rogers 73). The other adopters are the laggards and at this point, the adopters are reluctant to adopt the idea since it has become old and some defects associated with the idea have been noticed at this point. Thus, at this point, the rate at which people adopt the idea …show more content…
Nokia is a technology company that has become a global leader in the technology industry. Historically, the company has grown from being the finish roots, to the situation of bringing expertise and technological change in the technology industry. The innovation technologies developed by the firm improve the connectivity of the people from different parts of the world. The products from the company are consumed worldwide. It deals with the production of mobile phones, iPad, computers and other technology products. The market is sensitive since it encounters stiff competition from competitors such as the Samsung, Techno and other mobile producing companies. The customers of the Nokia products are thus sensitive as they can shift from purchasing Nokia products and purchase those from the competitors. Furthermore, the customers are technology based because they majorly consumed technology based
"The emergence of the basic paradigm for early diffusion research [was] created by two rural sociologists at Iowa State University, Bryce Ryan and Neal C. Gross" and gained recognition when they "published the results of their hybrid corn study"(Valente and Rogers, 1995, paragraph 1 ) in 1943. Post World War II agriculture experienced a boom in "technological innovation" and "as a result…U.S. farms became business enterprises rather than family-subsistence units…concerned with productivity, efficiency, competitiveness, and agricultural innovations"(Valente and Rogers, 1995, paragraph 11 ). These concerns lead to many agricultural studies based on the diffusion paradigm developed by Ryan and Gross. In their studies, Ryan and Gross were able to show that diffusion was a "social process through which subjective evaluations of an innovation spread from earlier to later adopters rather than one of rational, economic decision making" (Valente and Rogers, 1995, paragraph 22 ). From this they developed the paradigm for diffusion research, consisting of four parts: "(1) the innovation-decision process for an individual farmer, including the sequential stages of awareness, trial, and adoption; (2) the roles of information sources/channels about the innovation; (3) the S-shaped rate of adoption, a curve that was tested as to whether it fit a normal distribution; and (4) the personal, economic, and social characteristics of various adopter categories (i.e., classification of individuals on the basis of their relative earliness in adopting an innovation)"(Valente and Rogers, 1995, paragraph 23) Gabriel Tarde, a French sociologist in the early 1900s, "identified the S-shaped curve of the rate of adoption of an inno...
The most prominent of those scholars is Everett M. Rogers who is considered to be the foremost authority on the diffusion of innovation theory. He published his first book The Diffusion of Innovation in 1962, in it he compiled about five hundred different studies conducted by other researchers and from that he postulated that a unifying theory could explain why, how and at what rate innovations would be adopted by a certain culture (Singhal 2003). E.M. Rogers as stated compiled other people’s research, which were predominately surveys of individuals, from that research he was able find the elements that he believed had an impact on diffusion. One of the strengths of this theory is that it can be used on an individual, group, or some other social order, which makes it qui...
Diffusion of innovation is explained as a method of market insertion of new products and services, which is driven by social impacts (Mahajan et al. 2010). Diffusion theory found on frame suggested by Rogers (1962) explains the presumption, that there are four parts of diffusion method: innovation with its attributes, communication channels, time and social system. Rogers characterises five portions of possible adopters of innovation, based on their penchant to adopt a particular innovation: innovators, early adopters, early majorities, late majorities and laggards.
According to research, patient and families participation in health care is essential to have measurable improvement in patient care. NKE (Nurse Knowledge Exchange) report at the bedside promotes effective communication, which is critical to prevent miscommunication of information. Effective communication is the tool that helps continuity of care, reduce clinical error and promote patient safety. Evidence based advised bedside report is to improve safety and quality of patient care. It is essential to examine several factors in order for successful implementation of a new idea. In this paper, Roger’s Diffusion of Innovation Theory is used. According to this theory, “people, organization or society adopt new ideas, products or behaviors at
Telecommunications gained mainstream attention in the early 90’s; however the initial key market was business men and women, who used their phones whilst being on the move and so allowing them to communicate with their companies with ease. Though in the modern era, telecommunication went through segmentation in the market trends, and now in this day and age it would be difficult to find someone who does not own some form of mobile technology. Many phone providers battle to provide the best service for their customers (Figure 1).
The diffusion of innovations theory is a behavioral change model developed in 1962 by Everett Rogers as he tried to explain and predict the acceptance of new ideas from various adopters (LaMorte, 2016). This assignment will focus on the health topic of child vaccination as well as address two types of adopters – the early majority and the laggards. The early majority group, under the diffusion of innovations model, consist of individuals who only adopt new ideas after witnessing positive outcomes. In contrast, laggards consist of conservative individuals who are often doubtful of change (and often times refuse it). These health messages will demonstrate two contradicting approaches as one will educate the public and the other will use regulations
In a competitive environment where market is changing instantly, organizations are in a fix to design a strategy that could market their products enticing the consumers to buy their products and services. Market is the arena for business gladiators who fight out for maximum share and profitability and this is possible only through effective marketing strategy. Competing in present economy means finding ways to break out of commodity status to meet customers’ needs better than competing firms (Ferrell and Hartline, 2010). The intensity of competition has increased after the introduction of media and internet where the companies present their product in the best way through advertisements, product reviews, blog entries, etc. With the advancement in technological innovations, companies have found various ways of providing services to the consumers in a cheaper and effective way and this has resulted in communication revolution in late 1990’s as the cellular technology was unfold in most of the regions. Singtel Optus Pty Limited (Optus) is one such company that has evolved during this period as a leader in integrated communications and this paper is assumed to make an analysis of the company’s marketing strategy and its financial position in the market industry.
As the world revolves, there are a lot of changes that happens in the world. For example, in terms of technology, there are a lot of improvements already. Back then, for example, features of mobile phones were only call and text. But more ideas have been developed and people have started to think about how to improve some things so that they can attract more consumers. The result is there are now more, in this case, high-tech phones with carious incredible features such as access to social media, hi-quality camera’s ability to upload to and download from the Internet, e-readers, and video calls for quicker and easier communication.
"While practically everybody today is a potential mobile phone customer, everybody is simultaneously different in terms of usage, needs, lifestyles, and individual preferences," explains Nokia's Media Relations Manager, Keith Nowak. Understanding those differences requires that Nokia conduct ongoing research among different consumer groups throughout the world. The approach is reflected in the company's business strategy:
Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread. Everett Rogers, a professor of communication studies, popularized the theory in his book Diffusion of Innovations; the book was first published in 1962, and is now in its fifth edition (2003).[1] Rogers argues that diffusion is the process by which an innovation is communicated over time among the participants in a social system. The origins of the diffusion of innovations theory are varied and span multiple
By the end of 2003, Nokia was the clear market leader in the mobile phone industry in terms of sales and profitability. It was ahead of giant companies like Motorola, Ericsson, Siemens, Samsung, and other worthy competitors. Since the early 1990s, Nokia's Strategic Intent was to build distinctive competency in product innovation, rapid response, and global brand management. Its strategic intent required rapid growth in the core businesses of mobile phones and telecommunications networks. This goal was achieved by Nokia's development of new products and expansion into new markets. In order to become the global leader as it is today, the company had overcome numerous challenges and obstacles over the last decade.
Diffusion of knowledge provides countries to increase knowledge and enables to use technologies although inventions took place in other parts of the world.
Firms occupying central positions in a network can have unparalleled access to information which they can take advantage of. Such firms may find it relatively easier to develop new innovations more frequently. Consequently, central firms may act as conduits for innovation diffusion within the social network. Diffusion may be faster or slower or may not happen at all – which depends on the innovative behavior of the central firms. We expect that under specific circumstances, firms in central positions would be better off to uptake new innovations more than firms in other positions. This theorizing is at a more granular level and can help develop deeper insights into the role of a firm’s structural position within a social
The common thread to all this qualitative models that they divide the technology transfer process into different categories themselves and they tries to cope with
emerging or new market. It can originate from new technology or new market opportunities (Eliashberg, J., Lilien, G. L., & Rao, V. R. 1997). Literature defines product development as exploiting an untapped market opportunity and turning it into a value product for customer satisfaction. Development and introduction of a new product requires extensive research on understanding customer needs, market structure, emerging trends and analysing the internal & external competitive market environments. To evaluate customer satisfaction previous researches provide strong relationship between customer satisfaction and product quality, product features and value for money. ***